The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be total given 50 cities in the U. The primary customer of trade shops are plumbers. The case does not specify what percentage of electric shower and power shower consumers choose shower type independently. Within this large number of potential consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz. Strategic Marketing Management Student Name: If Aqualisa get plumbers to demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers.
Many factors reduce the risk of this strategy. Despite of its features such as quality, safety, cost of installation and ease of installation and usage, the early sales have been disappointing. With each plumber installing showers a year, a single instance of a plumber using the Quartz translates into annual installations if not more due to fractional installation time and the potential of apprentices rather than Just master plumbers doing independent installations. Skip to main content. As we can see, plumbers play a big mediator role in the distribution channel and reaching the end consumers. Remember me on this computer.
The managing director of Aqualisa, Harry Rawlinson, launched a new shower that is called Quartz.
Remember me on this computer. Even though plumbers suggest Quartz, some price conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category.
The number of plumbers and developers should be identified as 5 plumbers and 5 developers from each city which will be quattz given 50 cities in the U. First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. I believe that the best solution for Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U.
There also must be an incentive for these people to devote their time. The biggest issue is having problems with reaching plumbers because they are the key players in terms of being a reliable source for consumers when choosing the product.
For quarrz reason, Aqualisa will give a free product to those of consumers. This will also help build brand awareness, so the company can also target those types of consumers which will eventually lead more and more word of mouth. Within this large number of potential consumers, the goal of the ad campaign would require that only a small argental of them get their plumbers to install the Quartz. Consequently, the real problem here is how to boost sales.
The possible customer base ranges from a minimum of 53, to a maximum ofunits sold annually. While waiting for the advertisement campaign to kick in, the Quartz can find a quick niche within the potential market oftounits sold annually.
Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. Once the plumbers have done one or two installations, they quarrtz become converts and shift their loyalty to this clearly superior product.
Despite the Quartz providing plumbers exactly what they want — a guarantee to not brake down and ease of Installation- plumbers are extremely brand loyal and are very reluctant to switch rand. Similarly, plumbers will help convince developers by suggesting the new product. Although this is a high-risk and expensive strategy, costing 3 to 4 million over two years out of a 17 million net income, Rawlins quarrz confident of the superiority of the product. Strategic brand management 4th edition.
Once plumbers are convinced and informed about the benefits of the new product like ease of installation, they will become a source of word of mouth to push showrooms to call attention to Quartz by emphasizing the low cost of installation.
Aqualisa Quartz | Case Study Template
The demonstration and presentation will be done by plumbers who used the product before. This means that the advertising campaign will gain brand equity for the Quartz within the DID and premium shopper market segments even if the ad campaign only targets consumers who make their own decisions. Skip to main content. Many factors reduce the risk of this strategy. For this reason, Aqualisa has to find ways to reach plumbers and to make them loyal to the brand.
DID shoppers place little emphasis on aesthetics so this could be easy point of differentiating the premium and value brands.
On the other hand, once plumbers actually try the Quartz, they realize how effective aqualias is and are converted. Secondly, showrooms also offer installation services by subcontracting with contractors or independent plumbers.
Click here to sign up. If Aqualisa get plumbers quarts demand Quartz, trade shops have to stock up this product because their primary customer is the plumbers.
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment.